Starting Nov. 25, USA Networks will promote "Lilly in Winter," the first of a series of original movies, on iStation music listening kiosks in retail stores.
The movie stars singer Natalie Cole and runs Dec. 8.
The iStations will run a 10-second ad for the movie whenever members select songs by Ms. Cole or similar artists. The promo appears before the musical selection is played. Users get either a still photo and audio ad or a short video.
Concurrent with the film's release, Electra Records will release a new album from Ms. Cole featuring one of the songs from the movie, and those selections will be available on the iStation.
"This is a highly targeted part of a campaign that is the single biggest campaign in USA's history," said Ellen Kaye, USA Networks' VP-advertising and promotion. "We're using the system to reach only those who are choosing the music that is compatible with Natalie Cole."
And in a twist that shows how quickly some interactive deals get done, Ms. Kaye said she hooked up with iStation marketer intouch group, San Francisco, at the Conference on Interactive Marketing/West in Scottsdale, Ariz., in October.
"The way I learned about it was by listening to [intouch President-CEO Joshua Kaplan] speak at a conference on interactive marketing, which just goes to prove that these conferences really do work," she said.
intouch also works with Columbia Tri-Star Pictures. Company executives said they hope to cultivate other entertainment advertisers, including TV programmers and movie studios.